Germany: Kaufland launches Bevola personal care brand

Kaufland, the leading German supermarket chain operated by the Schwarz Group, has announced the launch of a new private label brand called Bevola, focused on health and beauty and exclusively available at Kaufland stores.

Launched with the slogan “love yourself – take care of yourself”, the brand line consists of over 120 items targeted at “the whole family”. Products under the new brand include face, body and shave care produces for men, shower gel and toothpaste for children and a broad range of baby care products, as well as skincare lines for women containing ingredients such as jojoba, avocado and argan oils, targeting different skin types.

The launch of the brand is set to be supported by an advertising campaign showcasing the faces of real people that are putatively “unique, not perfect”.

The product range is set to be expanded from 120 to 200 items over the coming months.